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A Step-by-Step Guide to Smart Business Experiments (Spanish version)
Anderson, Eric T.; Simester, DuncanArticle HBS-R1103HMarketingTake one action with one group of customers, a different action (or no action at all) with a control group of customers, and then compare the results. The feedback from even a handful of experiments can yield immediate and dramatic improvements. In this article, the authors provide a step-by-step guide to conducting business experiments. They look at organizational obstacles to success and outline seven rules to follow.Starting at €8.20
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Mismanagement of Customer Loyalty (Spanish version)
Reinartz, Werner; Kumar, VArticle HBS-R0207FMarketingIdentify early and don't invest anything.Starting at €8.20
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The Science of Sensory Marketing
Harvard Business ReviewArticle HBS-F1503A-EMarketingThe past year has brought a rush of interest among academics in how sensory inputs influence consumers on deep, non-conscious levels--and companies are starting to put these findings to use. One example is Dunkin' Donuts: In a highly successful campaign in Korea, an atomizer released a coffee aroma in public buses whenever the company jingle was played, increasing visits and sales in nearby stores. Another is BMW, which mikes engine sounds throug...Starting at €8.20
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Building Loyalty in Business Markets (Spanish version)
Narayandas, DasArticle HBS-R0509HMarketingCompanies often apply consumer marketing solutions in business markets without realizing that such strategies only hamper the acquisition and retention of profitable customers. Unlike consumers, business customers inevitably need customized products, quantities, or prices. A company in a business market must, therefore, manage customers individually, showing how its products or services can help solve each buyer's problems. And it must learn to r...Starting at €8.20
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Why You Aren't Buying Venezuelan Chocolate
Deshpande, RohitArticle HBS-F1012A-EMarketingVenezuelan-based Chocolates El Rey processes some of the best cacao beans in the world, for use in premium products from Belgium and Switzerland. But so far its own brand of chocolate is relatively hard to find outside its home market, and consumers aren't willing to pay a price comparable with those of Belgian or Swiss products. Overcoming the perception that premium products come exclusively from certain geographies is becoming the marketing an...Starting at €8.20